國家形象及主觀知識在態度改變上之研究：以經典品牌醜聞初期之抗拒說服為例
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Date
2016
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Abstract
Considering the increasing amount of brand transgressions, their impacts on consumer attitudes
have received very limited attention by literature. Research on resistance to persuasion and
attitude change has shown that individuals are motivated to maintain stable belief systems and
are reluctant to change their attitudes towards products, brands or services. Relatively little is
known about attitude formation after brand scandals. In this study, the author investigates (1)
the influence of subjective knowledge, ethnocentrism and country-of-origin on magnitude and
mode of individual attitude change after a major brand transgression as well as (2) the
underlying resistance strategies used to prevent attitude change. The results of a study reveal
that the likelihood of employing efficient resistance strategies can be used as substitute for
attitude retention. The level of subjective knowledge and ethnocentrism show a positive
interaction with the degree of attitude change. In contradistinction to the majority of research
on country attitudes, attitude change is not influenced by a country-of-origin effect.
Considering the increasing amount of brand transgressions, their impacts on consumer attitudes have received very limited attention by literature. Research on resistance to persuasion and attitude change has shown that individuals are motivated to maintain stable belief systems and are reluctant to change their attitudes towards products, brands or services. Relatively little is known about attitude formation after brand scandals. In this study, the author investigates (1) the influence of subjective knowledge, ethnocentrism and country-of-origin on magnitude and mode of individual attitude change after a major brand transgression as well as (2) the underlying resistance strategies used to prevent attitude change. The results of a study reveal that the likelihood of employing efficient resistance strategies can be used as substitute for attitude retention. The level of subjective knowledge and ethnocentrism show a positive interaction with the degree of attitude change. In contradistinction to the majority of research on country attitudes, attitude change is not influenced by a country-of-origin effect.
Considering the increasing amount of brand transgressions, their impacts on consumer attitudes have received very limited attention by literature. Research on resistance to persuasion and attitude change has shown that individuals are motivated to maintain stable belief systems and are reluctant to change their attitudes towards products, brands or services. Relatively little is known about attitude formation after brand scandals. In this study, the author investigates (1) the influence of subjective knowledge, ethnocentrism and country-of-origin on magnitude and mode of individual attitude change after a major brand transgression as well as (2) the underlying resistance strategies used to prevent attitude change. The results of a study reveal that the likelihood of employing efficient resistance strategies can be used as substitute for attitude retention. The level of subjective knowledge and ethnocentrism show a positive interaction with the degree of attitude change. In contradistinction to the majority of research on country attitudes, attitude change is not influenced by a country-of-origin effect.
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Keywords
品牌醜聞, 原型理論, 民族主義, 抗拒說服, 社會義勇主義, country of origin, resistance to persuasion, prototype theory, brand transgression, subjective knowledge, ethnocentrism, social vigilantism